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Learning Principles and Their Usefulness to Branding Associations

In a cluttered environment, marketing communication depends on focused creativity. Focused creativity (a) has to be meaningful to the target segment; (b) has to have a competitive orientation so that the communication gets differentiated; and (c) has to make an impact on the consumer psyche to the extent of at least reminding the consumer about the functional or emotional proposition of a brand. An established brand has the advantage of having “entered” the psyche of the consumer. Colgate is associated with prevention of tooth decay and Lux is connected with beautiful skin. The three aspects of the message (related to creativity) formulated by a brand has to take into account ...

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